Determining the academic Use of Social Media with Technology Acceptance Models

Abstract

The advent of internet has revolutionized every aspect of human communication whereas the arrival of social web has further augmented it. The use of this interactive platform is highly popular among the internet generation. This tremendous increase of social media in short, period of time is because of student's interest in this particular platform. These are the websites and mobile applications assisting students in variety of communication activities, including learning. However, this platform can also divert their attention from effective learning. This situation raised serious treats to young’s future learning performance, and needs to understand their sharing behavior. Prior research has extensively inquired social media. However, fewer efforts have been made to inquire student distraction form their academic achievements. The current study is conducted with the objective to identify the current use and examine factors persuade students for the academic use of social media. Using technology acceptance models, TAM, TAM-2 and UTAUT as a theoretical framework. Data was collected from undergraduate students of higher-education Malaysia. The collected data was analyzed with help of the statistical packages SPSS and AMOS. Findings reveals that perceived usefulness, subjective norms and information quality are the prime factors persuade students to adopt this platform for their academic purposes.